On Tuesday last week the New Statesman launched ‘The Hitch’, its new Guido-style digital gossip column styled after Christopher Hitchens. Gone now…
Six days later the big brand launch has been quietly shelved. The column has been quietly renamed the Pygge, after the pseudonymous Edward Pygge character used by numerous writers and critics…
The stealth rebrand may have something to do with the poor reaction to Hitchens’ portrayal, not least from this brother, who responded to claims that ‘the family’ gave its approval to the column:
“Well, you didn’t ask me, or if you did you must have used smoke signals or semaphore. I am quite easy to find. I have slight misgivings, for obvious reasons, about the decision to portray him while smoking.”
Unfortunately the URL is still the same. How not to do a digital launch. Exclusive non-renamed gossip and revelations are available to co-conspirators in Guido’s weekly Westminster Whispers newsletter…
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